Japan Tourism Agency, "White Paper on Tourism in Japan, 2021 (Summary)"
Summary
The summary of the White Paper on Tourism in Japan, 2021, issued by the Japan Tourism Agency in June 2021. It states that the white paper is submitted to the Diet every year under Article 8 of the Basic Act for Promoting a Tourism-Oriented Country. It consists of four parts: Part I on global and Japanese tourism trends, Part II on new developments in tourism affected by COVID-19, including its impact on the tourism industry, Part III on measures taken in FY2020, including countermeasures against COVID-19 in tourism, and Part IV on measures to be taken in FY2021, including the revival of tourism. It closes with material on travel steps such as pre-departure inspection certificates and a contact confirmation app.
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White Paper on Tourism in Japan, 2021 (Summary)
Japan Tourism Agency
June 2021
Outline of White Paper on Tourism in Japan, 2021
The White Paper on Tourism in Japan is submitted to the Diet every year in accordance with Article 8 of the
Basic Act for Promoting a Tourism-Oriented Country. It consists of the following four parts.
Part I Tourism Trends
Chapter 1 Global Tourism Trends
Chapter 2 Tourism Trends in Japan
Part II New Developments in Tourism Affected by COVID-19
Chapter 1 Impact of COVID-19 on the Tourism Industry
Chapter 2 Efforts to Strengthen the Tourism Industry and Revitalize the Tourist Spots
Part III Measures Taken in FY2020
Chapter 1 Countermeasures against COVID-19 in the Field of Tourism
Chapter 2 Strategies beyond COVID-19
Part IV Measures to be Taken in FY2021
Chapter 1 Countermeasures against COVID-19 and Revival of Tourism
Chapter 2 Tourism Measures for Realizing a Tourism-Oriented Country
[Part I] Tourism Trends
◯ Global Tourism Trends ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ４
◯ Tourism Trends in Japan (Travel by International Visitors to Japan) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ７
◯ Tourism Trends in Japan (Japanese Domestic Travel) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ ９
◯ Tourism Trends in Japan (Consumption in Overseas Travel and Domestic Travel) ・・・・・・・・・・・・・・・・・・・・・・・・・・ 10
◯ Tourism Trends in Japan (Overnight Trips) ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 11
[Part I] Global Tourism Trends (1)
◯ In the “International Tourist Arrivals by Country/Region Rankings” of 2019, Japan ranked 12th (3rd in Asia) with 31.88 million
people, while Japan ranked 11th (3rd in Asia) with 31.19 million people in 2018.
◯ In the “International Tourism Revenue by Country/Region Ranking” of 2019, Japan ranked 7th (2nd in Asia) with
$46.1 billion, while Japan ranked 9th (2nd in Asia) with $42.1 billion in 2018.
(Figure I-2) International tourist arrivals by country/region rankings (Figure I-4) International tourism revenue by country/region rankings
(2019) (10,000 people)
(2019)
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 (US $100 million)
0 200 400 600 800 1,800
1,000 2,000
2,000
1,200
★ France 8,932
Spain 8,351 United States
United States 7,926 Spain 797 1,933
China 6,573 France 638
Italy 6,451 Thailand 605
Turkey 5,119 United Kingdom 527
Mexico 4,502 Italy 496
Japan 461
Japan ranked 7th in the
Thailand 3,992
Germany 3,956 Australia 457 world, and 2nd in Asia
United Kingdom 3,942 Germany 416
Austria 3,188 Japan ranked 12th in the Macau 401
Japan 3,188 China 358
world and 3rd in Asia United Arab Emirates 307
Greece 3,135
Malaysia 2,610 India 307
Russia 2,442 Turkey 298
Hong Kong 2,375 Hong Kong 290
Canada 2,215 Canada 280
United Arab Emirates 2,155 Mexico 246
Poland 2,116 Austria 229
Netherlands 2,013 South Korea 209
Macau 1,863 Portugal 205
Vietnam Greece 204
1,801 Singapore
India 1,791 203
Malaysia 198
Saudi Arabia 1,753 Netherlands
South Korea 185
1,750 Switzerland 179
Croatia 1,735 Indonesia 169
Portugal 1,717 Saudi Arabia 164
Hungary 1,694 Sweden 152
Indonesia 1,546 Taiwan 144
Singapore 1,512 Poland 137
Denmark 1,457 Egypt 130
★ Czech Republic 1,428 Vietnam 118
Ukraine 1,344 Croatia 118
Morocco 1,293 Russia 110
Egypt 1,288 New Zealand 105
Taiwan 1,186 Philippines 98
Switzerland 1,182 Denmark 90
Ireland 1,095 Belgium 89
Republic of South Africa 1,023 Lebanon 86
Australia 947 South Africa 84
Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization) Source: Prepared by the Japan Tourism Agency based on the data from UNWTO (United Nations World Tourism Organization) and from the tourism bureau of each country
Note 1: The number of foreign tourists is calculated according to different statistical standards for each country/region, so care must be taken when comparing the figures. (Example: Note 1: The figures in this table are provisional values as of May 2021.
The number of foreign crew members (crew numbers) is not included in the statistics of Japan, but is included in the statistics of France, Spain, China, South Korea, etc.) Note 2: International tourism revenues in the graph do not include international passenger fares.
4
Note 2: The figures in this table are provisional values as of May 2021. Note 3: The green-colored bar in the graph shows the countries/regions in Asia.
Note 3: The figures for 2018 are adopted for countries marked with a star since the values for 2019 had not been announced at the time of writing. Note 4: The figures of international tourism revenues may be announced later or updated retroactively.
Note 4: The figures used in this table are principally the number of foreign visitors staying at least one night, excluding Japan, Russia, Vietnam, South Korea, Taiwan, and Australia. In addition, when converting international tourism revenue in local currency to those in U.S. dollars, the figures fluctuate due to the exchange rate.
Note 5: The green-colored bars in the graph shows the countries/regions in Asia. Therefore, the rankings may change depending on the time when the figures are used.
Note 6: Since the number of foreign tourists may be announced later or updated retroactively, the rankings may change depending on the time when the figures are adopted.
[Part I] Global Tourism Trends (2)
◯ In the “International Tourist Departures by Country/Region Rankings” of 2019, Japan ranked 14th (4th in Asia) with 20.08
million people, while Japan ranked 18th (4th in Asia) with 18.95 million people in 2018.
◯ In the "International Tourism Expenditure by Country/Region Rankings”of 2019 , Japan ranked 16th (6th in Asia) with $21.3
billion , while Japan ranked 16th (6th in Asia) with $20.2 billion dollars in 2018.
(Figure I-5) International tourist departures by country/region rankings (Figure I-7) International tourism expenditure by country/region rankings
(2019) (2019)
(10,000 people) (US $100 million)
0 5,000 10,000 15,000 20,000 0 500 1,000 1,500 2,000 2,500 3,000
China 15,463 China 2,546
United States 1,346
Germany 10,854 Germany 932
United Kingdom 9,309
United Kingdom 719
France 517
United States 9,256 Russia 362
Australia 360
Russia 4,533 Canada 358
Italy 3,470 South Korea 327
Italy 303
France 3,041 Spain 279
Singapore 273
Ukraine 2,888 Hong Kong 269
South Korea 2,871 United Arab Emirates 267
India 229 Japan ranked 16th in the world and 6th in
India 2,692 Japan 213
Netherlands 206 Asia
Canada 2,661 Taiwan 205
Romania 2,307 Switzerland 188
Belgium 187
Netherlands 2,087 Brazil 176
Japan 2,008 Japan ranked 14th in the world and 4th in Asia Norway 165
Kuwait 158
Spain 1,985 Saudi Arabia 151
Sweden 144
Mexico 1,981 Thailand 142
Saudi Arabia 1,901 Nigeria 135
Malaysia 124
Sweden 1,800 Philippines 120
Taiwan
Austria 116
1,710 Indonesia 113
Belgium 1,419 Iraq 109
Denmark 101
Poland 1,350 Mexico 99
Switzerland 1,344 Qatar 95
Poland 92
Austria 1,190 ★ Iran 87
Ukraine 85
Indonesia 1,169 Ireland 82
Denmark 1,082 Israel 82
Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization) and from the tourism bureau
Source: Prepared by the Japan Tourism Agency based on the "Compendium of Tourism Statistics Data 2015–2019, 2021 Edition" by UNWTO (United Nations of each country
World Tourism Organization), "State of the World Population (2019)" by The United Nations Population Fund, and the "Japan Travel Data Handbook Note 1: The numbers in this table are provisional values as of May 2021.
2020" by the Japan National Tourism Organization (JNTO). Note 2: The figures for 2018 are adopted for the countries marked with a star since the figures for 2019 were not announced at the time of writing.
Note 1: The figures for 2018 are adopted for Germany, the United States and the Netherlands because the figures for 2019 were unknown at the time of writing. Note 3: International tourism expenditure in the graph do not include international passenger fares.
Note 2: The green-colored bars in the graph show the countries/regions in Asia. Note 4: The green-colored bars in the graph show the countries/regions in Asia.
Note 5: The figures of international tourism expenditure may be announced later or updated retroactively. In addition, when converting international 5
tourism expenditure in local currency to those in U.S. dollars, the figures fluctuate due to the exchange rate.
Therefore, the rankings may change depending on the time when the figures are used.
[Part I] Global Tourism Trends (3)
◯ According to the United Nations World Tourism Organization (UNWTO), the number of international tourists in 2020 was
394 million people, which is 1.72 million people less than that in 2019 (up 73.1% from 2019). There was a significant reduction
in the number due to travel restrictions to prevent the spread of COVID-19, etc.
○ According to the World Travel and Tourism Council (WTTC), in 2020, the share of the travel and tourism industry in the world's
GDP was roughly halved from about 10.4% to about 5.5%, and the number of tourism-related industry workers
decreased by about 62 million people (down about 18.5% from 2019).
(Figure I-8) Trend in the number of international tourists
(billion people)
16
14.7
14.1 ○ Market loss:
14 13.4 $1.3 trillion (approx. 139 trillion yen)
12.5 Recorded the largest loss ever which is 11 times as large
12.1 as the loss in 2009.
12 11.5
11.0
10.5 Source: United Nations World Tourism Organization (UNWTO)
10.0
10 9.6
9.1 9.3 9.0
8.6
8.1
8 7.5
6.7 6.7 6.9 6.9
6.3
○Share of the travel and tourism industry in the world's
6 GDP:
3.9 2019: 10.4％ ⇒ 2020: 5.5％
4
○ Tourism-related industry workers:
2019: 334 million people ⇒ 2020: 272 million people
2
Source: WTTC (World Travel and Tourism Council)
(Year)
6
Source: Prepared by the Japan Tourism Agency based on data from UNWTO (United Nations World Tourism Organization)
[Part I] Tourism Trends in Japan (Travel by International Visitors to Japan) (1)
◯ The number of international visitors to Japan in 2020 was 4.12 million (down 87.1% from 2019).
◯ The breakdown of the number is as follows: 3.32 million people from Asia (80.6 % of the total), including 2.6 million
people from East Asia (63.1%) and 690,000 people from Southeast Asia (16.8%), 270,000 people from North America
(6.6 %) and 150,000 people from 5 major European countries (UK, France, Germany, Italy and Spain)(3.6%).
(Figure I-12) Number of international visitors to Japan (Figure I-13) Number of international visitors to Japan:
（万人）
(10,000 people) breakdown by country/region (2020)
(10,000 people)
3,500
3,188 Germany
3 (0.7%)
Italy
1 (0.2%)
Spain
1 (0.2%)
Russia Australia
14 (3.4%)
Middle East
2 (0.5%) 1 (0.2%)
3,119
3,000 2,869 France
4 (1.0%)
Other
UK
5 (1.2%) 20
（4.7％）
2,500 2,404 Mexico
1 (0.2%) China
5 major European 107
countries (26.0%)
Canada 15 (3.6％)
1,974 5 (1.2%) ⑤USA
2,000 22
(5.3%)
North America
India 27
3 (0.7%) （6.6％）
1,500 1,341
Vietnam Total
15 (3.6%)
412
Philippines
1,036 11 (2.7%)
Asia 332 (80.6%)
1,000 835 835 861 836 East Asia 260 (63.1%)
Taiwan
Indonesia 69
733 679 Thailand Southeast Asia 69 (16.8%)
614 673
8 (1.9%) (16.7%)
622 22
521 (5.3%)
500 412 Malaysia
8 (1.9%) Hong Kong
35
Singapore (8.5%) South Korea
60,000 people 49
(1.5%) (11.9%)
0
2003 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20
Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization
(Year)
（年） Note 1: Figures in parentheses indicate a percentage among the total number of international visitors to Japan.
Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization Note 2: “Others” includes countries and regions in Asia and Europe not specified in the above chart.
Note 3: Totals may not be exact due to rounding. 7
[Part I] Tourism Trends in Japan (Travel by International Visitors to Japan) (2)
◯ Tourism consumption (estimated) by international visitors in 2020 was 744.6 billion yen (down 84.5% from 2019).
◯ The breakdown is as follows: China took first place with 253.6 billion yen (34.1% of the total), followed by Taiwan with 108.4 billion
yen (14.6%), Hong Kong with 57.6 billion yen (7.7%), the United States with 45.6 billion yen (6.1%), and South Korea with 42.9
billion yen (5.8%).
(Figure I-15) Tourism consumption by international visitors (Figure I-16) Tourism consumption by international visitors:
breakdown by country/region
Year Tourism consumption by international visitors
Malaysia France India Russia Italy Spain
(billion yen)
Germany
2012 1,846 billion yen 9.5
1.3%
8.2
1.1%
5.7
0.8%
5.1
0.7%
3.4
0.5%
3.1
0.4%
2.2
0.3%
2013 1,416.7 billion yen Canada
9.6
1.3% Other
2014 2,027.8 billion yen 40.9
5.5%
Singapore
3,477.1 billion yen
10.1
2015 1.4%
3,747.6 billion yen UK China
2016 10.4 253.6
1.4% 34.1%
2017 4,416.2 billion yen (Estimated value)
Philippines
2018 4,518.9 billion yen 11.3
1.5% 744.6
2019 4,813.5 billion yen Indonesia
South Korea
42.9
11.9
5.8%
2020 744.6 billion yen 1.6%
USA
Taiwan
45.6
6.1% 108.4
Source: “International Visitor Survey” by Japan Tourism Agency Hong Kong
Australia Vietnam 14.6%
Note 1: Please note that there was a change of statistical basis. The survey focused mainly on travelers using airports Thailand 57.6
until 2017; however, in light of the rapid increase in the number of cruise travelers, who tend to stay for a short 34.1 40.2
30.7 7.7%
period of time, the scope of the survey was expanded to cover cruise travelers since 2018. 4.6% 5.4%
4.1%
Note 2: Due to the impact of COVID-19, the surveys for the April-June, July-September and October-December periods
in 2020 were canceled. The survey results for the January-March period in 2020 were used to estimate the
figures for the tourism consumption of 2020, therefore care must be taken when comparing the 2020 figures 8
with those of 2019 and earlier. Source: "International Visitor Survey” by Japan Tourism Agency
[Part I] Tourism Trends in Japan (Japanese Domestic Travel)
◯ In 2020, the total number of Japanese who took domestic overnight trips was 160.70 million (down 48.4% from 2019), and
the figure for domestic one-day trips was 132.71 million (down 51.8% from 2019).
◯ Japanese domestic tourism consumption totaled 10.0 trillion yen in 2020 (down 54.5% from 2019). Of these, overnight trips
accounted for 7.8 trillion yen (down 54.7% from 2019) and one-day trips accounted for 2.2 trillion yen (down 53.9% from 2019).
(Figure I-26) Total number of Japanese taking domestic (Figure I-27) Japanese domestic tourism consumption
overnight trips and one-day trips
(10,000 people) (trillion yen)
25
21.9
70,000
63,095 64,108 64,751 21.0 21.1
61,275 20.4 20.5
59,522 60,472 58,710 19.4
20.2
60,000 56,178 20 18.4 4.8
4.6 4.9 5.0 4.7
4.8
50,000 4.4
31,542 32,418
29,720 31,053 4.5
29,788 29,173 27,548 15
27,073
40,000
29,341 10.0
30,000 10
17.2 2.2
13,271 15.4 15.8 16.0 16.1 15.8
20,000 15.0
13.9
31,555 32,042 29,734 31,299 32,566 32,333 29,105 31,162 5
10,000 7.8
16,070
0 0
2012 13 14 15 16 17 18 19 20 (Year) 2012 13 14 15 16 17 18 19 20
(Year)
Overnight trips One-Day trips Overnight trips One-Day trips Overall domestic travel
9
Source: "National Tourism Survey” by Japan Tourism Agency Source: "National Tourism Survey” by Japan Tourism Agency
[Part I] Tourism Trends in Japan (Consumption in Overseas Travel and Domestic Travel)
◯ The number of Japanese overseas travelers, which hit a record high of 20.08 million in 2019,
dropped to 3.174 million (down 84.2% from 2019) in 2020.
◯ Domestic tourism consumption in Japan was 27.9 trillion yen in 2019, but dropped to 11.0 trillion
yen (down 60.6% from 2019) in 2020.
(Figure I-23) Number of Japanese overseas travelers (Figure I-28) Domestic tourism consumption in Japan
(10,000
people)
2,500 11.0 trillion yen
Consumption by
Domestic consumption by international visitors
2,008 Japanese overseas travelers to Japan
2,000 1,895 0.3 trillion yen (2.7%) 0.7 trillion yen (6.8%)
1,849
1,747 1,690 1,789
1,699 1,712
1,612
1,500 Domestic one-day trip
consumption by Domestic
Japanese overnight trip
2.2 trillion yen(20.0%) consumption
1,000 by Japanese
7.8 trillion yen
(70.6%)
500
317
0 (Year)
11 12 13 14 15 16 17 18 19 20
Source: Prepared from the "National Tourism Survey" and "International Visitor Survey” by Japan Tourism Agency
Note 1: It should be noted that the annual tourism consumption by international visitors to Japan in 2020 is an estimated
Source: Prepared by the Japan Tourism Agency based on data from the Japan National Tourism Organization value.
10
[Part I] Tourism Trends in Japan (Overnight Trips)
◯ In 2020, the national average for room occupancy rates were 34.6%, decreasing from 62.7% in 2019.
◯ By accommodation type, the rates for city hotels and business hotels were relatively high, but the decline of room
occupancy rates from the previous year was larger than that of ryokan and resort hotels.
◯ The total number of guest nights fell for both Japanese and international visitors in all regions, but by region, the
declines in Kinki and Okinawa stood out.
(Figure I-32) Room occupancy rates by accommodation type (Figure I-44) Total number of guest nights by regional block
(Year-on-year contribution by Japanese and international visitors) (2020)
(%)
90
Hokuriku
Hokkaido Tohoku Kanto Shinetsu Chubu Kinki Chugoku Shikoku Kyushu Okinawa National
79.2 79.5 80.2 79.5 0
77.3 78.7
80
75.3 -10
74.2 74.4 75.5 7…
70 72.1 -31.1 -30.9 -32.0 -30.1 -31.4 -31.1
-32.8 -34.0 -32.5
6… -36.7
60.3 60.5 61.2 -20 -40.5
59.7
60 57.4
-3.1
57.5 58.3 -30
56.0 56.9 5…
54.0
50 -6.9
43.5 -34.0 -11.2 -7.2 -12.7
-40 -19.0 -5.9 -16.4
-38.3
-19.9 -27.0 -41.2
40 -42.6 -43.3 -43.8
34.7 -50
37.0 37.1 37.5 38.8 39.6 -20.6 -48.9
35.2 34.6 -50.1
30 -52.6
30.9
-60 -57.0
25.0 -61.1
20
2014 15 16 17 18 19 20 -70
(Year) (%)
Overall Ryokan Resort hotels Business hotels City hotels Japanese International visitors Total
Source: "Overnight Travel Statistics Survey,” Japan Tourism Agency Source: "Overnight Travel Statistics Survey,” Japan Tourism Agency
Note 1: Preliminary figures for 2020. Note 1: Preliminary figures for 2020. 11
[Part II]
New Developments in Tourism
Affected by COVID-19
◯ Serious Impact of COVID-19 on the Tourism Industry ・・・・・・・・・・・・・・・・・・・・・ 13
◯ Various Support from the Government ・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 14
◯ Status of Go To Travel Campaign ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 15
◯ Changes in Tourism Trends ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・ 17
◯ Characteristics and Issues of Facing Tourism in Japan ・・・・・・・・・・・・・・・・・・・・・ 22
◯ Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area ・・・・・・・・・・・・・ 24
[Part II] Serious Impact of COVID-19 on the Tourism Industry
○ Looking at the trend in business sentiment by industry, there has been a significant decline for the accommodation and food services industry.
In the accommodation industry, the number of regular employees declined by about 8%, while the number of non-regular employees declined by about 15%.
○ While thorough measures have been implemented to prevent the spread of infection, through the promotion of demand-stimulating measures such as the Go
To Travel campaign, domestic travel demand recovered in November 2020. Then, it turned to decline due to spread of infection and the declaration of a state of
emergency.
(Figure II-1) Business sentiment (Figure II-8) Decline in accommodation reservations (Compared to the same month in 2019)
(% points)
Future
20
1. No effect 2. About 0% to 10% 3. About 10% to 20% 4. About 20% to 30%
0 5. About 30% to 50% 6. About 50% to 70% 7. 70% or higher (Number of
September to
responses)
-20 November is
omitted
August 8% 3% 6% 8% 25% 24% 26% 341
-40
December 19% 10% 12% 12% 23% 16% 8% 203
-60
January 2021 3%2%3% 5% 12% 26% 48% 365
-80
February 4% 3%3% 4% 14% 21% 52% 193
-100
September December September December
March
June
March
June
March
June
March 4% 3% 6% 7% 27% 27% 26% 192
(Survey month)
April 2% 4% 2% 21% 32% 38% 47
2019 2020 2021 May 2% 6% 4% 30% 57% 47
Manufacturing industry Non-manufacturing industry June 2% 4% 11% 83% 47
Accommodation and food services (May and June are estimates)
Source: Bank of Japan “Short-term Economic Survey of Enterprises‘ Judgment of the Current
Situation in Japan" Diffusion Index ("good" - "bad"). Full-scale base. The prospects for (Figure II-8) Change in number of persons who reserved through travel agencies
June 2021 are responses as at March 2021.
[Major 10 companies] (Compared to the same month in 2019) [ Small-to-medium
40.0% 47 companies*]
gure II-9) Employment
(Figure status
II-9) Employment of the accommodation industry
in accommodation Overseas travel
20.0%
Domestic travel
18%
Travel to Japan * Almost all reservations
were for domestic travel
Number of 2020 2021
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2020 2021
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2020 2021
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2020 2021
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Number of Number of 0.0%
employees
regular non-regular
(Excluding officers) -20.0% ▲ 12%
▲ 20%
employees employees
2019 -40.0%
Approx. 590,000 Approx. 260,000 Approx. 330,000 ▲ 56%
Average
-60.0% ▲ 59%
▲ 62%
Approx. Approx. Approx. ▲ 66%
▲ 69% ▲ 85%
12% down 8% down 15% down -80.0% ▲ 80% ▲ 82% ▲ 94% ▲
▲
▲ 83% ▲ 85% 76%
2020 ▲ 89% 78% ▲ 87%
▲ 92%
Approx. 520,000 Approx. 240,000 Approx. 280,000 -100.0% ▲ 85%
▲
▲ 85%
Average ▲ 100% ▲ 99% ▲ 99% ▲ 91% ▲ 86% ▲ 99%
▲ 98%
▲ 99%
▲97％
96%
▲ 86%
▲ 100% ▲ 96%
▲ 98%
▲96％
(May and June are estimates)
13
Source: Prepared by the Japan Tourism Agency from the "Labor Force Survey" by Ministry of Source: Prepared by the Japan Tourism Agency from the survey conducted by Ministry of
Internal Affairs and Communications Land, Infrastructure, Transport and Tourism (as of April 30, 2021)
[Part II] Various Support from the Government
○ The government supported the tourism-related companies, which provide employment opportunities for about 9 million people,
to continue business and maintain employment.
Support such as real interest-free/unsecured loans (initially interest-free for 3 years, principal remained the same for up to
5 years) and money for temporary support is provided to businesses struggling with cash flow due to a decrease in sales.
Subsidies such as rest-day allowances using employment adjustment subsidies are provided for companies to maintain
employment.
○ Many companies in the accommodation and travel industries utilize financing support and employment adjustment subsidies.
(Figure II-12) Utilization status of various support
(Accommodation industry) (Travel industry)
Financing support Employment adjustment subsidy Financing support Employment adjustment subsidy
2 Facilities 3 Facilities 1 (2%)
(4%)
3 Facilities (7%) 7
(7%) (15%)
1
(2%)
46 39
41 Facilities (98％) (83%)
45 Facilities (87%)
(96%)
(Responses: 47) (Responses: 47) (Responses: 47) (Responses: 47)
Benefited Applied (Unpaid) Under No plans to use Benefited Applied (Unpaid) Under No plans to use
consideration consideration
for use for use (Response month: April)
(Response month: April)
Material: Prepared by the Japan Tourism Agency from the survey conducted by Ministry of Land, Infrastructure, Transport and Tourism(as of April 30, 2021) 14
[Part II] Status of Go To Travel Campaign (1)
○ To stimulate domestic travel demand, the Go To Travel campaign was promoted from July 2020 while measures were thoroughly implemented to
prevent the spread of infection.
○ Domestic travel demand recovered in November 2020. However, the campaign was suspended nationwide in December.
○ So far, the number of guest nights is at least approx. 87.81 million, and the amount of the support is at least approx. 539.9 billion yen.
(Figure II-20) The total number of guest nights of Japanese and that of guest nights
(Figure II-13) Background to the Go To Travel Campaign using Go To Travel Campaign (2020)
(10,000 guest nights) (%)
July 22, 2020 Go To Travel campaign started
4,000 80
Full business operations started
October 1, 2020
(Coupons common to all regions made available, aimed at supporting trips to/from Tokyo) 3,500 70
Announced that temporary suspension measures will be in place for trips related to Sapporo 3,000 60
City and Osaka City
November 24, 2020 2,500 50
Temporary suspension measures have since been progressively announced for Tokyo,
2,000 40
Nagoya, and Hiroshima
Announced that blanket temporary suspension measures will be put in place nationwide 1,500 30
December 14, 2020 during the year-end and New Year holiday period (December 28 to January 11) 1,000 20
Announced that the blanket temporary suspension measures in place nationwide will be
500 10
January 7, 2021 continued until February 7
Announced that the blanket temporary suspension measures in place nationwide will be 0 0
February 2, 2021 continued until March 7
Announced that the blanket temporary suspension measures in place nationwide will Total number of Japanese guests Total number of guests using GoTo Travel campaign
March 5, 2021 continue beyond March 8 GoTo Travel Business Utilization Rate (right axis)
Source: "Accommodation Overnight Travel Statistics Survey," Japan Tourism Agency
Promotion of "a new safe and secure travel style"
Estimated usage in the Go To Travel campaign
"New Travel Etiquette"
- Compliance with participation conditions to prevent
the spread of COVID-19
- Thorough implementation of the guidelines to
prevent the spread of COVID-19
- Making the “New Travel Etiquette" well known
- Measures to distribute travel demand to weekdays
15
[Part II] Status of Go To Travel Campaign (2)
○ The average number of nights for overnight trips using the Go To Travel campaign is approx. 1.35 nights per trip. The mode of the number of nights is
one night, for approx. 82% of all trips.
○ The usage price per night stayed for the Go To Travel campaign has the largest number of users in the 5,000 yen to 9,999 yen range, followed by 4,999
yen or less, therefore, usage is centered on comparatively low price ranges.
○ Approx. 67% of domestic travelers responded that they used the Go To Travel campaign.
○ The prefectures with the high usage of regional common coupons were Tokyo, Hokkaido, Okinawa, Kyoto, and Shizuoka.
(Figure II-15) Number of nights for overnight trips using the Go To Travel campaign (Figure II-17) A percentage of the use of the Go To Travel campaign by age
4 nights 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
1.5%
3 nights 5 nights or
3.3% more 2.0% Overall 66.5% 33.5%
9 years or younger 64.0% 36.0%
10s 55.6% 44.4%
2 nights
11.1%
20s 66.8% 33.2%
30s 68.4% 31.6%
40s 67.4% 32.6%
50s 69.6% 30.4%
60s 70.2% 29.8%
1 night 82.1%
* Only data which travel payments are clear are aggregated. 70s 64.2% 35.8%
(Overnight trips from * Since aggregation of the data is in progress, the data by
subsequent refund applications by travelers are not included. 80s or older 50.5% 49.5%
July to December)
Source: Data by Japan Tourism Agency Used Not used
Source: "National tourism survey" Japan Tourism Agency
(Figure II-16) Distribution of the accommodation fee for the Go To Travel campaign [Analysis target]
Domestic overnight trips for
[Number of samples] 3,647 trips
Of those, have used the Go To Travel campaign (2,426 trips)
(Overnight trips from July to December) sightseeing and recreation Of those, have not used the Go To Travel campaign (1,221 trips)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Less than 5,000 yen
(Figure II-18) The record of the use of regional common coupons for Go To
24.4%
Travel campaign by prefecture
5,000 yen to 9,999 yen 41.2% (Oct to Dec 2020: Top 10 prefectures)
Unit: 100 million yen
10,000 yen to 14,999 yen 14.2%
15,000 yen to 19,999 yen 8.4% 1 Tokyo 69.6 6 Kanagawa 44.8
20,000 yen to 24,999 yen 4.7%
2 Hokkaido 68.2 7 Nagano 39.4
3 Okinawa 55.9 8 Hyogo 38.0
25,000 yen to 29,999 yen 2.9%
4 Kyoto 51.5 9 Osaka 37.2
30,000 yen to 34,999 yen 1.7% * Accommodation fee per person per night (fees before discount support)
5 Shizuoka 49.5 10 Chiba 30.8
35,000 yen or more 2.6%
* Only data which travel payments are clear are aggregated.
* Since aggregation of the data is in progress, the data by subsequent
16
refund applications by travelers are not included.
Source: Data by Japan Tourism Agency
[Part II] Changes in Tourism Trends (1)
○ For domestic travel, such as tourism within prefectures, there is an increase in the proportion of tourism in neighboring areas (so-
called microtourism). In terms of the number of stays, there was an increase in the proportion of 1 night stays.
○ Regarding a traveling companion, there was an increase in the proportion of couples/partners, while the percentage of friends
decreased. For travel styles, there was an increase in the proportion of independent travel.
(Figure II-25) Percentage of overnight travelers within the prefecture (Figure II-33) Types of a traveling companion
and overnight travelers outside the prefecture [Nationwide] 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Jul-Dec 2019 24.8% 75.2% Jul-Dec 2019 7.0 20.0 49.0 16.6
+7.0％ points
+7.2％ points -3.5％ points
Jul-Dec 2020 31.8% 68.2%
Jul-Dec 2020 6.9 27.2 48.7 13.1
0% 20% 40% 60% 80% 100%
Within the prefecture Outside the prefecture
Solo Couple/partner Family/relatives Workplace colleagues Friends Other
Source: "Overnight Travel Statistics Survey" Japan Tourism Agency
Source: "National tourism survey" Japan Tourism Agency
(Figure II-32) Number of stays (Figure II-34) Types of travel
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Jul-Dec 2019 82.5 17.5
Jul-Dec 2019 58.0 27.4 8.2 5.7
+4.4％ points
+12.4% points
Jul-Dec 2020 86.9 13.1
Jul-Dec 2020 70.4 19.5 6.1 3.1
1 night 2 nights 3 nights 4-7 nights 8 nights or more
Independent travel Package/group travel 17
Source: "National tourism survey" Japan Tourism Agency
Source: "National tourism survey" Japan Tourism Agency
[Part II] Changes in Tourism Trends (2)
○ Telework, which is a prerequisite for workations, has become popular under the spread of the COVID-19. The rate of desire for telework is
particularly high among those in their 20s and 30s.
○ In regional areas, in order to support workations with children there are also efforts in cooperation with local governments to make the system in
which their children can go to nursery school.
○ Given the recent situation where people want to avoid the three Cs in addition to the growth in consumption of services from before COVID-19,
demand for outdoor activities such as camping increased. There are also camp sites with combining facility maintenance and content creation
which realize a high consumption unit price.
(Figure II-37) Desire to do a workation by age group (Figure II-40) Average number of reservations per camp site
(compared to the same month of the previous year)
0% 10% 20% 30% 40% 50% 250% 225%
213%
Overall 34.3% 200% 188% 182%
163% 166%
10s 36.4% 149% 146%
150% 139%
124% 128%
20s 47.5% 114%
100%
30s 43.3%
40s 50% 34% 34%
32.6%
50s 25.3% 0%
60s and over 18.3%
Source: "No. 2 survey on changes in lifestyle consciousness and behavior under the impact of COVID-19," Cabinet Office
Source: Data on the campsite search/reservation site "Nap"
The case of Workation [Goto City, Nagasaki Prefecture] Increased unit price of consumption for nature experiences
< Sponsored by Goto City: Island-living workation in Goto (GWC2021)>
<Bonfire and camping on the lake shore> < Drive-in theater >
• In collaboration with local governments, established the system to enter
nursery and realized trial enrollment in elementary schools. In addition, it is • In response to growing needs due to the spread of COVID-19, high unit
possible to pay a part of the workation cost through “Furusato nozei” (the prices are realized at campsites on the shores of Lake Biwa through
hometown tax donation program). facilities where visitors can relax and enjoy a bonfire on the shore of the 18
• Satisfaction is improved through child-minding services and opportunities for lake and the development of content such as water activities.
interaction between local people and workation customers. • In winter, which is usually the off-season, drive-in theaters which has an
advantage to avoid the three Cs were run for the first time.
[Part II] Changes in Tourism Trends (3)
○ “Stay-type” tourism, where visitors can stay in one area and enjoy the culture and lifestyle instead of going sightseeing to famous sightseeing spots, is a
travel style that allows visitors to avoid the three Cs. For example, at an inn in Minami Uonuma City, Niigata Prefecture, utilizes simple resources in local
life as a selling point.
○ “Decentralized travel” that distributes time and place to travel is promoted in collaboration with travel agencies and transportation companies as a new
travel style that reduces the risk of infection in the "With Corona" era.
○ The destinations for school excursions have been changed to places nearby, such as within the prefecture, and new contents created for school excursions.
○ Because it is difficult to visit in real life, online tours are also becoming popular. In addition to increase motivation to visit, this contributes to promotion of
local products.
Stay-type tourism School excursions
< Rice field lunches > < Earthen floor cooking > < Listening to an explanation at Kaiten Shrine > < Harvesting experience on a boat >
• Throughout the year, the Ryokan "Ryugon" in Minami Uonuma City, Niigata Prefecture
• In Hiji Town, Oita Prefecture, the Human Torpedo Kaiten Training Base accepted school
provides contents that allow visitors to experience the simple nature, culture and excursions for the first time.
lifestyle in the area.
• An elementary school in Onomichi City, Hiroshima Prefecture planned a local fisherman
• It offers various ways of spending time there, such as “lunches in rice fields”, “snow
experience. This includes experiencing fixed shore net fishing and learning about marine
picnics” and “earth floor cooking”. The inn as also improved the unit consumption price.
plastic problems.
Decentralized travel Online
• Implementation of a travel promotion campaign in which the public and private sectors
work together to disperse the number of people, timing, time slots, and places.
• Travel and transportation companies are also developing products that promote to trip weekday.
• Under the spread of COVID-19, from the viewpoint of preventing infection, etc., there is an
increased preference for traveling alone. (Figure II-41) Internet survey
Who do you mainly want to travel with?
70 (%)
62.0
60
47.0 47.3
50 < Shooting of online tour > < Tuna fillets that reach the participants >
37.4
40 29.6
30
20 • Online tour to enjoy raw tuna by Nachikatsuura town. Blocks of raw tuna and locally
10 1.8 produced soy sauce and salt are delivered to the participants in advance, and then experts will
0 teach the characteristics of Katsuura tuna and how to cut delicious sashimi via a PC, etc.
Traveling Traveling Other
Traveling Traveling Traveling
with
with spouse/ with family
alone friends partner with child n=626
member
Source: From an Internet reader survey on the theme of travel media "Kotorippu"
and "New travel style" (Survey period: December 8 to 22, 2020) 19
[Part II] Changes in Tourism Trends (4)
○ As for travel intentions after the containment of COVID-19, there has been an increasing proportion of respondents who
selected “I want to travel more than ever” since July 2020.Young people in their 10s, 20s, and 30s tend to have a strong
desire to travel.
○ Intentions for future domestic travel tend to put emphasis on avoiding to catch COVID-19 , such as "off-season“, "nearby“,
"non-crowded tourist spots“, and "use of private cars“.
(Figure II-46) Travel intentions after the containment of COVID-19
(Time series) (By age group)
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
2020 Overall 22.0 47.4 4.8 3.1 11.4 11.3
15.1 51.0 5.9 3.4 12.1 12.6
May survey
10s 43.6 30.7 5.21.2 10.3 8.8
20s 34.8 43.2 4.02.0 8.3 7.6
July survey 14.5 50.1 8.7 3.2 11.3 12.2
30s 22.8 51.0 4.32.6 10.6 8.7
40s 18.6 48.1 4.3 3.3 13.3 12.4
October survey 18.6 50.6 6.0 2.7 10.8 11.4
50s 16.5 46.8 4.3 3.8 13.5 15.1
2021 60s 19.8 47.3 5.5 3.3 11.5 12.5
22.0 47.4 4.8 3.1 11.4 11.3
January survey
70s 16.3 51.0 7.2 3.9 10.0 11.6
Source: "Travel fact-finding survey (May, June and Oct 2020, Jan 2021)," JTBF Source: "Travel fact-finding survey (Jan 2021)," JTBF
I want to travel more than ever I want to travel as much as before I don't want to travel like I used to I don't want to travel at all I didn't travel much before the COVID pandemic I don't know
(Figure II-47) Thoughts on future domestic travel
0% 10% 20% 30% 40% 50%
I want to travel in the off-season when there are few tourists 31%
I want to do more trips to nearby areas 30%
I want to go to tourist spots that are not crowded with
30%
tourists
I want to travel more by private car 26%
ｎ＝761
Source: "Survey of opinion leaders' intentions in the domestic travel market (December 2020)," JTBF
20
[Part II] Changes in Tourism Trends (5)
○ According to the latest outlook by the United Nations World Tourism Organization (UNWTO) on international tourism in 2021, the number of international tourists is expected
to recover due to the rollout of vaccines, etc.
○ According to the International Air Transport Association (IATA), worldwide air passenger transportation is expected to recover by 52% and 88% in 2021 and 2022
respectively compared to 2019.
○ Of the 217 countries/regions in the world, 32% (69 countries/regions) have put in place a complete border closure, while 34% (70 countries/regions) require presentation
of PCR test results, etc. as a condition of entry. Meanwhile, 2% (5 countries/regions) have lifted all restrictions on movement due to COVID-19.
○ Japan is highly regarded as an overseas travel destination which they want to go for the post-COVID era, particularly in terms of expectations for the cleanliness of Japan.
(Figure II-48) Forecast of the number of international tourists (Figure II-52) Next country/region where you want to travel abroad
Japan 57％
46％
South Korea 32％
22％
Australia 27％
16％
New Zealand 24％
15％
Thailand 23％
16％
Taiwan 21％
17％
Singapore 21％
15％
Switzerland 19％
12％
United States 19％
14％
Source: UNWTO United Kingdom 17％
12％
16％
(Figure II-49) Forecast of World Air Passenger Transport Hong Kong 11％
Canada 15％
11％
Mainland China 14％
11％
0% 10% 20% 30% 40% 50% 60% 70%
Second survey (n = 5,692) 1st survey (n = 5,662)
Source: Prepared from the "Survey on the Intentions of Foreign Travelers to Japan from Asia and western countries
(Special Survey on the Impact of COVID-19) (Jun, Dec 2020)," DBJ and JTBF
(Figure II-53) What is expected for travel to Japan in general in the post-COVID era
Hygiene considerations,
and continuation of anti-virus 38%
measures in general, such as
cleanliness, disinfection, etc. 27%
Expansion of reasonable 31%
Source: IATA Japanese restaurants
20%
(Figure II-50) Status of global immigration regulations
* Percentage of countries/regions in each region Expansion of reasonable 27%
Worldwide accommodation facilities
18%
Africa Enrichment and brushing up of the
types and quality of cultural 24%
North America /
South America
experience activities
26%
Asia Pacific Improvement of English/multilingual
guidance and displayed information 22%
Europe at tourist destinations, restaurants,
accommodation facilities, etc. 18%
Middle East
Full border closure Partial border closure Inspection/quarantine Lifting of travel restrictions
アジア居住者（n=2,151）
Asia as a whole (n 2,151) 欧米豪居住者（n=433）
Western countries as a whole (n = 433)
21
due to COVID Source: "Intention Survey of Foreign Travelers to Japan from Asia and western countries (June 2020)
Source: UNWTO (2020 COVID Impact Special Survey)," DBJ and JTBF
[Part II] Characteristics and Issues of facing Tourism in Japan (1)
○ One of the characteristics of domestic travel in Japan is the small number of nights stayed and the bias in monthly travel
spending.
○ Labor productivity (value added per employee) of the accommodation industry is low compared to the average for all
industries.
○ Ordinary profit margin on sales in the accommodation industry turned negative in the Jan – Mar 2020 period and later
due to a decline resulting from COVID-19.
(Figure II-58) Number of nights at the travel destination (2019) (Figure II-59) Monthly travel consumption in Japan (2019)
(trillion yen)
4 nights 5 nights
4.0 3.6
Trips to Japan by foreigners
3 nights 3.7% or more
3.5 Japanese travel total 3.0 0.4
12.1% 4.4%
3.0 2.4
2.3 0.4
2.5 2.2 2.2 2.1 2.2 2.1
1.9 0.4 2.3 0.3
2.0 1.7 0.4 0.5 0.4 0.4 0.4
1.5 0.4 3.2
0.4 2.6
1 night 1.0 1.8 1.9 1.8 2.1 1.8
1.5 1.8 1.7 1.8
2 nights 50.7% 0.5 1.3
29.2% 0.0
Source: "Annual Travel Report 2020," JTBF
Source: Japan Tourism Agency "Travel and Tourism Consumption Trend Survey," "Foreign Visitors to Japan Consumption Trend Survey,"
(Figure II-60) Labor productivity by industry (value added per employee) Japan National Tourism Organization "Number of Foreign Visitors to Japan / Number of Japanese Departing Japan"
(10,000 yen) (2019) (Figure II-64) Trend in ordinary income and ordinary
900 income margin in the accommodation industry
812 (100 million yen)
800 715 Ordinary income (end of the current fiscal year) [100 million yen]
687 5,000 100%
700 634 Ordinary profit margin on sales (end of the current fiscal year) [%]
600 557
498
3,000 2356 2295
500 428 409 50%
400 1502 1265
300 988 816 756 725 797 681
300 1,000 169
-1.1%
200 -12.0% -14.0% 0%
6.6% 10.8% 9.3% 4.8% 4.5% 5.6% 3.2% 1.0% 3.7% 3.9% 3.4%
100 -112
-1,000
0 -1163
-1563
Retail business
All industries
Land transportation
Accommodation
Manufacturing
Services (aggregate)
Food and beverages
Lifestyle-related
Non-manufacturing
-50%
-3,000
(Excluding financial
services
-3800 -96.3%
services
-5,000 -100%
insurance business)
2017 Jul-Sep Oct-Dec 2018 Apr-Jun Jul-Sep Oct-Dec 2019 Apr-Jun Jul-Sep Oct-Dec 2020 Apr-Jun Jul-Sep Oct-Dec
Apr-Jun Jan-Mar Jan-Mar Jan-Mar
Source: Ministry of Finance Corporate Enterprise Statistics Survey Source: Ministry of Finance Corporate Enterprise Statistics Survey 22
[Part II] Characteristics and Issues of Facing Tourism in Japan (2)
○ Annual wages for workers in the accommodation industry are low compared to the average of all industries.
○ The number of workers in the accommodation industry increased in 2019, however the number declined in 2020.
○ The ratio of non-regular workers to regular workers in the accommodation industry is higher than the average of all
industries.
○ The accession rate and turnover rate in the accommodation industry and restaurant service industry are high compared
to other industries.
(Figure II-66) Trend in annual wages by industry (Figure II-70) Regular / non-regular ratio by industry (2020)
(10,000 yen) 100%
600
25.3%
497 501 487 510 508 492 37.1%
80%
500
53.8%
376 380 359
400 356 361 362 60% 79.8%
300
40%
74.7%
200 62.9%
46.2%
20%
100
20.2%
0 0%
All industries Manufacturing Accommodation Restaurant
Industrial total Manufacturing Accommodation Restaurant
Regular Non-regular
2018 2019 2020 Source: "Labor Force Survey," Ministry of Internal Affairs and Communications
Source: "Basic Statistical Survey on Wage Structure," Ministry of Health, Labor and Welfare
(%) (Figure II-72) Accession rate and turnover rate by industry (2019)
(Figure II-68) Trend in the number of employees in the accommodation industry
40.0 36.3
(10,000 people)
70 33.6
65
30.0
65 63
59 59
60 58
20.0 16.7
55 55 55 15.6
55 54
10.1 9.6
10.0
50
45 0.0
Total industries surveyed Manufacturing Accommodation,
40 food services
2012 2013 2014 2015 2016 2017 2018 2019 2020
Employment rate Turnover
23
Source: "Labor Force Survey," Ministry of Internal Affairs and Communications Source: "Employment Trend Survey," Ministry of Health, Labor and Welfare
[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (1)
○The business environment is changing from conventional group customers to individual travel-oriented, and it is needed to change the management
burden associated with capital investment in large-scale facilities and management that captures customer needs.
○It is necessary to strengthen the nature of the tourism industry in order to improve profitability that has deteriorated due to COVID-19.
○Improvement of the stay environment by renovating the accommodation facilities, improving management, area regeneration of tourist spots
(removing abandoned buildings, separation of overnight meals, etc.), diversification of revenue, etc are supported.
Renovation of accommodation facilities, etc. Area regeneration of tourist spots Diversification of revenue
<Improvement of the inn's stay environment> <Removing abandoned buildings> <Accommodation facilities>
Renovations that contribute to improving the The removals of abandoned buildings Experience-based content (simple nature,
quality of the inn's stay environment and inns that spoil the attractiveness culture, lifestyle, etc.) to guests is
(realization of spacious space, renewal of of hot spring towns are supported. provided and unit consumption prices are
the open-air baths, etc.) are supported. At Kawayu Onsen (Hokkaido), the improved.
abandoned inn was removed, and use In addition to setting up a tour desk in the
of the site is considered. hotel, an online content reservation site is
built.
<Improvement of management>
It is often effective to outsource
management to an operator who has <Separation of overnight meals>
operational know-how. The separation of overnight meals in
Onkochishin Inc. took over the operation cooperation with restaurants so that <Travel industry>
of the facility without a successor, and the long-stay visitors can enjoy various Some businesses are engaged in
original signboard and employment were dishes is promoted. community-based tourism, such as
maintained, and experience activities In Atami, restaurants are open on a refining fields that can demonstrate the
were developed in collaboration with the trial basis in the morning and evening. added value unique to the travel industry,
community. Developed a menu using local including services from the perspective of
ingredients. people with disabilities, supporting
destination management, and
Have a meal while
Kairi Murakami listening to an implementing activity projects.
(Iki City, Nagasaki explanation from fish
market staff
Prefecture) 24
[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (2)
○ In various situations such as business management, customer service, mobility, content, marketing,
promotion, etc., the introduction of IT and DX makes it possible to realize labor saving and new business
development, etc., and improve profitability and convenience for travelers.
Management improvement Tourism content Tourism area development
• The analog aspect remains, such as paper-based • Cutting-edge technologies such as AR and VR • By analyzing location information and purchasing
customer management, face-to-face / telephone also contribute to increasing the added value of information, it is possible to develop desirable
customer support, and orders by fax. content. sightseeing routes and products.
• Labor saving and management innovation are • It is possible to carry out digital marketing and
[Improving experience value by utilizing AR and VR]
made possible by introducing the system. promote efficient promotion while verifying the
• In Bungotakada City, Oita Prefecture, there is effect by data analysis.
(Figure II-73) Software cost per employee "Tennenji Mumyo Bridge" which is prohibited from [Digital marketing]
(Yen) being entered except by monks, because it is • It is possible to develop new travel products and avoid
350,000 dangerous. crowds by customer management and grasping the time
300,000 • Users can experience the view from the bridge in and place of stay, to increase the repeat rate by analyzing
training experience content of VR. tourist attributes, purchase data, location information, etc.
250,000
200,000
150,000
100,000
50,000
0 Source: Prepared by the Japan Tourism Agency
All industries Manufacturing Retail business Accommodation Food services
(Excluding financial Tennenji Temple VR Experience crossing the Mumyo from the Visit Hachinohe Foundation website
insurance business) Mumyo Bridge Bridge with a monk who utilizes VR
Source: Ministry of Finance: "Financial Statements Statistics of Corporations by Industry [Congestion prediction using
(2019)" • In the future, if research and development of technology
[Business management by introducing the system] location information]
that reproduces force and skin sensations progresses, • Utilizing location information,
• Instead of abolishing reservations and sales
there is a possibility that tourism content that allows congestion prediction and
management by traditional fax and paper, a system
people to experience snowy mountains and craters that proposals for alternative routes
to improve operational efficiency is built and real-
are normally inaccessible to humans will be realized by are carried out.
time management of business conditions is
wearing special suits. Image of Kyoto sightseeing
realized. comfort map
Source: Kyoto City Public
Relations Source
[Digitization of information signs
and signboards]
• It is possible to attract customers
by transmitting information such
as transportation and contents at
Image of exclusive suit
the destination in conjunction
Source: AnyMind, All Nippon
Source: Ryokan Jinya with departure and arrival flights. Airways Trading Co., Ltd.
25
Japan Airport Terminal Co., Ltd.
[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (3)
○ With the spread of COVID-19 infections, it is natural to prevention of the spread of COVID-19 in tourist areas. In
addition, it is important to create new tourism content based on changes in demand. The Japan Tourism Agency
supports the region working on the creation of the new experience content, etc.
Minami Uonuma Urabandai
Hachijojima (Tokyo) (Fukushima Prefecture)
(Niigata Prefecture)
The acquisition of high-value- In promoting cultural tourism,
added individual trips that Minami Uonuma City is taking
regional integrated efforts by using
avoid crowds, to shift away advantage of the early morning
cultural facilities such as museums,
from reliance on group-type hours when it is less crowded to
art galleries, temples and shrines as
cheap tours is promoted. offer an "Unkai" tour, which had
“cultural tourism base facilities” are
previously been run by volunteers,
supported.
To provide a satisfying program combining an eating experience
for cycling and yoga enthusiasts, of Koshihikari rice balls from
The Morohashi Museum of Modern
a professional lecturer is Uonuma for a fee.
Art is carrying out efforts such as
invited from the metropolitan creating content that combines
area for the acquisition of illumination and talk shows in which
advanced lecture skills and experts explain works, and
implementation of instructor producing a special feeling by
training. exhibiting Dali's collection at
night, etc.
< Sea of clouds seen from
the top of the mountain >
<The tour >
<Illumination of Morohashi
<Eating rice balls made from rice grown
Museum of Modern Art>
locally at the top of the mountain>
26
[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (4)
○ Destination Management/Marketing Organizations (DMO) implements measures against COVID-19 (formulation of
guidelines / certification system) and landing maintenance (improvement of acceptance environment, enhancement of
contents, etc.) with an eye on after containment of COVID-19.
Kyoto City Tourism Association Kanazawa City Tourism Association Yatsugatake Tourism Management
• Created countermeasure guidelines • Organizations and businesses involved • Created an infection prevention
with 23 industry groups engaged in in tourism collaborated to create and handbook, and explained the contents
tourism. "Visualize" infectious disease announce efforts to realize tourism that at a workshop and distributed it.
countermeasures by distributing harmonizes safety and security with
stickers to 20,000 supporting stores Kanazawa-like hospitality.
and facilities. • Conducted guided tours that involve
a light ride on an e-bike on the
• Implemented high-value-added small-
• Conducted online training for Yatsugatake course, which is rich in
group private tour (from 330,000 yen
businesses. nature, with the measures to prevent
per group) for travelers who are
infections, climbing up to a height of
interested in Kanazawa's traditional
• Offered online experiential content that 1,450 m.
crafts.
allows users to feel Kyoto at home
even during the period of refraining
from going out.
Ohiyaki Ware, a
traditional craft of Infection control
Guideline promotion and workshop
Kanazawa
declaration business
sticker
Ohi Museum with Cycling at the foot
Video introducing
special tour of Mt. Yatsugatake
zazen experience that
users can do at home information
27
[Part II] Efforts to Strengthen the Tourism Industry and Revitalize Tourism Area (5)
○ The Japan Tourism Agency has issued the "Japan Sustainable Tourism Standard for Destinations (JSTS-D)" so that each
region can realize sustainable tourism from a long-term perspective while promoting consensus building among
various stakeholders. JSTS-D is officially recognized by the Global Sustainable Tourism Council (GSTC) as an
index based on GSTS-D, an international standard.
○ Supported the five districts (Niseko Town, Hokkaido, Miura Peninsula Tourism Liaison Council (Kamakura City,
Zushi City, Yokosuka City, Miura City, Hayama Town), Shirakawa Village, Gifu Prefecture, Kyoto City, Kyoto
Prefecture, Okinawa Prefecture) where this index was introduced in 2020. As a result, all 5 districts were selected
for the "2020 Sustainable Top 100 Destinations" announced by an international organization.
Examples of efforts in model project
Niseko Town, Hokkaido Miura Peninsula Tourism Liaison Council
According to a resident survey, approx. 50% of residents Tourist etiquette and congestion are issues.
think favorably of tourists, due to price increases, landscape The measure that Enoden residents had priority
destruction due to garbage, and reduction in nature due to boarding, etc. are carried out.
development, etc. As a measure against garbage for bathers on the beach,
Created and distributed a leaflet that informs residents investigated and examined the installation of paid trash
of the business's efforts toward "sustainable tourism." cans and the validity of the amount.
Efforts that tourist
operators in the
town are doing with
users
Efforts in model project
28
[Part III] Measures taken in FY2020 / [Part IV] Measures to be taken in FY2021
Support for business continuity and Prevention of the spread of COVID-19
employment maintenance Stimulate domestic demand
Financing assistance and utilization of - Thorough implementation of industry- - GoTo Travel campaign, regional tourism
employment adjustment subsidies, etc. specific guidelines and support for business support
[Accommodation business] (As of the end of April 3, 2021)
introducing prevention of the spread of - Promotion of decentralized travel, promotion
○ Utilization status of ○ Utilization status of employment
financing assistance adjustment subsidy
COVID-19 of workations, etc.
2 Facilities 3 Facilities - Making travelers aware of travel etiquette
（４％） 3 Facilities （７％）
（７％）
45 Facilities Benefited 41 Facilities
（96％） （87％）
Applied (Unpaid)
Under consideration for use
(Responses: 47 Facilities) (Responses: 47 Facilities)
No plans to use
Improving the profitability of tourism Improvement of the acceptance environment
Full utilization of local tourism resources
and tourist destinations Gradual revival of inbound tourism
- Renovation of facilities such as inns, - Content creation/distribution in - Promote multilingual support in tourist spots,
restaurants, souvenir shops, etc., removing collaboration with the tourism industry in free Wi-Fi, etc.
abandoned buildings the region and different industries, and - Implement small-scale package tours for
- New business development, raising area utilization of existing resources such inbound tourism
management power and introducing DX as Japanese Traditional houses
- Introducing private sector vitality to tourist - Improving the stay environment in national
facilities owned by local governments parks
- Cultural tourism, etc.
Demonstration project image
Managed small-scale distributed package tour while thoroughly
implementing infection prevention measures
- Acquisition of pre-departure
inspection certificate - Before leaving
- Contact confirmation app Suitable for post-COVID avoidance Japan PCR test
downloads, etc. Priority selection of sightseeing menu
29
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